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DIY Retailing in the UK | Verdict Sector Report

  • July 2014
  • -
  • Verdict Retail
  • -
  • 82 pages

Summary
In 2014, the DIY sector will return to growth for the first time in seven years, increasing by 2.0%. The rapid increase in the housing transactions and a more financially stable shopper drives this growth. To capitalise on this uplift, retailers should focus on investing in online. Despite this improvement, threats remain, as shoppers initially staying cautious about making larger purchases again.

Key Findings
- DIY market shares from 2009 to 2014 as well as channel shares up to 2019

- Offers an in-depth analysis of how the market has done, both at an overall and sub-sector level, to enable retailers to benchmark their performance.

- Analysis of exclusive data from Verdict's e-retail survey to provide retailers with the competitive edge in this fledgling channel

Synopsis
The best performing sub-sector in 2014 will be non-decorative materials, which is set to grow by 3.1%. The market will be supported by the better weather in the spring compared to 2012 and 2013 which delayed projects and the more affluent shopper who is more confident about larger projects such as building extensions.

We forecast that the market will continue to grow, increasing by 14.7% up to 2019. Inflation will initially drive growth before volumes improve later as consumer confidence rises. All sectors will grow by at least 10.1% between 2014 and 2019 with decorative materials leading the way growing by 19.5%.

Verdict's e-retail survey shows that improvements that the specialists have made online are gaining traction, with a significant leap in overall satisfaction with the transaction in the six months to March 2014, up 4.3 percentage points, only trailing furniture and floorcoverings. However, satisfaction remains low. Delivery is one area to focus on.

Reasons To Buy
- How will the different sub-sectors perform over the next five years?

- How can retailers use online to improve their sales performance?

- Which channels are set to become a greater threat in the DIY market over the next five years?

Table Of Contents

DIY Retailing in the UK | Verdict Sector Report
Table of Contents
1 Outlook
1.1 Overview
1.2 Main Conclusions
1.2.1 DIY market shrank by 8.8% between 2010 and 2015
1.2.2 Future growth set to be driven by non-decorative materials
1.2.3 General merchandisers set to outperform
1.2.4 DIY still has a way to go in online satisfaction
1.2.5 Larger retailers are struggling with conversion online
1.2.6 BandQ remains atop the DIY market
1.2.7 Growth through the grocers continues to slow in 2015
2 Recommendations
2.1 Overview
2.2 Retailer Strategies
2.2.1 Develop online offer further
2.2.2 Work to attract female shoppers
2.2.3 Continue to develop store environments
2.2.4 Better communicate value credentials
3 Market Size
3.1 Overview
3.2 Definitions
3.3 DIY
4 Market Forecast
4.1 Overview
4.2 Definitions
4.3 Summary
4.3.1 Key findings
4.4 DIY and Gardening Expenditure Forecasts
4.4.1 Key findings
4.4.2 Return to form after three years of declines
4.5 DIY Expenditure Forecasts
4.5.1 DIY
4.5.2 Non-decorative materials for repair and maintenance
4.5.3 Tools, equipment and accessories
4.5.4 Decorative materials for repair and maintenance
4.6 DIY and Gardening Quarterly Expenditure Forecasts
4.6.1 2014
4.6.2 2015 and 2016
4.6.3 2017
4.7 DIY Quarterly Expenditure Forecasts
4.8 DIY and Gardening Specialists' Sales
4.8.1 Key findings
5 Channel Shares
5.1 Overview
5.2 DIY Channel Summary
5.2.1 UK DIY channel summary, 2015-20e
5.2.2 General merchandisers and builders' merchants will drive the market to 2020
6 Market Shares
6.1 Overview
6.2 DIY
6.2.1 BandQ remains in the lead due to top of mind awareness…
6.2.2 …but continues to lose market share
6.3 Winners and Losers
6.3.1 Screwfix gains the most share
6.4 Major Competitors
6.4.1 Screwfix leads the way for sales and space growth
6.4.2 Space declines at Argos and Homebase
6.4.3 Specialists becoming increasingly efficient over past financial year
7 Sector Trends
7.1 Overview
7.2 Shopper Demographics
7.2.1 DIY remains weighted toward older and male shoppers
7.2.2 The age bias is correlated with home ownership
7.2.3 Yet younger and female shoppers will become more important
7.2.4 Excellent customer service is key to appeal to female consumers
7.2.5 Store is still popular among female consumers
7.3 Online
7.3.1 DIY specialists continue to improve their multichannel offer…
7.3.2 …but not fast enough to keep pace with customer expectations
7.3.3 Click and collect can circumnavigate concerns about slow delivery…
7.3.4 …but encouraging customers to convert to click and collect is challenging
7.4 Channel Split
7.4.1 Retailers should focus on online offer to target younger shoppers
7.4.2 Social media helps the specialists to engage younger customers
7.5 Conversion
7.5.1 The specialists are struggling to turn online visitors into shoppers
7.5.2 BandQ has the highest online conversion rate among the specialists
8 Methodology
8.1 Methodology: Market Size
8.2 Methodology: Market Forecast
8.3 Methodology: Channel Shares
8.4 Methodology: Market Shares
8.5 Definitions
8.5.1 Market Size
8.5.2 Market Forecast
8.5.3 Channel Shares
8.5.4 Market Shares
9 Appendix
9.1 About Verdict Retail
9.2 Disclaimer

List of Tables
Table 1: DIY market definition, 2015
Table 2: DIY expenditure, inflation, volume and value, 2010-15e
Table 3: Breakdown of consumer spend on DIY products (£m), 2010-15e
Table 4: DIY and gardening specialists definitions, 2015
Table 5: DIY and gardening product definitions, 2015
Table 6: DIY and gardening expenditure, inflation, volume and value, 2015e-20e
Table 7: DIY expenditure, inflation, volume and value and share of sector, 2015e-20e
Table 8: Non-decorative materials expenditure, change in value and share of sector, 2015e-20e
Table 9: Tools and equipment expenditure, change in value and share of sector, 2015e-20e
Table 10: Decorative materials expenditure, change in value and share of sector, 2015e-20e
Table 11: DIY and gardening expenditure (£m) and growth (%), quarterly, 2014-17e
Table 12: DIY expenditure (£m) and growth (%), quarterly, 2014-17e
Table 13: DIY and gardening specialists' expenditure (%), 2010-20e
Table 14: Sources of growth at DIY and gardening specialists (%), 2010-20e
Table 15: DIY and gardening channels of distribution (%), 2015e-20e
Table 16: DIY market shares (%), 2010-15e
Table 17: UK DIY channels of distribution expenditure (£m) and share (%), 2014, 2015e and 2020e
Table 18: DIY market shares (%), 2010-15e
Table 19: UK DIY top 12 key operating statistics, 2013-15
Table 20: UK DIY top 12 store portfolios, 2013-15
Table 21: Top 10 online conversion rates for DIY and gardening (%), 2015

List of Figures
Figure 1: DIY expenditure (£m) and year-on-year growth (%), 2010-15e
Figure 2: DIY expenditure drivers of growth (%), 2005-15e
Figure 3: Change in DIY expenditure (%), 2010-15e
Figure 4: DIY and gardening expenditure as a proportion of total retail (%), 2015e and 2020e
Figure 5: DIY and gardening expenditure (£m), 2015e and 2020e
Figure 6: DIY and gardening expenditure (£m) and year-on-year growth (%), 2010-20e
Figure 7: DIY and gardening expenditure drivers of growth (%), 2010-20e
Figure 8: Change in DIY expenditure by category (%), 2015e-20e
Figure 9: DIY expenditure (£m) and year-on-year growth (%), 2010-20e
Figure 10: DIY sources of growth (%), 2010-20e
Figure 11: Non-decorative materials expenditure (£m) and year-on-year growth (%), 2010-20e
Figure 12: Non-decorative materials expenditure growth (%), 2015e-20e
Figure 13: Tools and equipment expenditure (£m) and year-on-year growth (%), 2010-20e
Figure 14: Tools and equipment expenditure growth (%), 2015e-20e
Figure 15: Decorative materials expenditure (£m) and year-on-year growth (%), 2010-20e
Figure 16: Decorative materials expenditure growth (%), 2015e-20e
Figure 17: DIY and gardening sources of growth (%), quarterly, 2013-17e
Figure 18: DIY and gardening versus total retail year-on-year growth (%), quarterly, 2013-17e
Figure 19: DIY sources of growth (%), quarterly, 2013-17e
Figure 20: DIY versus DIY and gardening year-on-year growth (%), quarterly, 2014-16e
Figure 21: DIY and gardening specialists' sales (£m) and growth (%), 2015e-20e
Figure 22: DIY specialists' store numbers and growth (%), 2010-20e
Figure 23: DIY specialists' selling space (000 sq ft) and growth (%), 2010-20e
Figure 24: DIY specialists' sales densities at current prices (£/sq ft) and growth (%), 2010-20e
Figure 25: Change in share of the major channels in the DIY and gardening market (percentage points), 2020e on 2015e
Figure 26: UK DIY channel shares (%), 2014, 2015e and 2020e
Figure 27: UK DIY channel expenditure growth (%), 2020e on 2015
Figure 28: UK DIY change in channel share (percentage point), 2015-20e
Figure 29: DIY market shares (%), 2015e versus 2010
Figure 30: DIY top 11 winners and losers (percentage point change), 2015e on 2010
Figure 31: UK DIY top 12 year-on-year change in sales and space (%), 2014/15 on 2013/14
Figure 32: UK DIY top 12 year-on-year change in total sales density (%), 2014/15 on 2013/14
Figure 33: Percentage of consumers who shop for DIY by demographics (%), 2015
Figure 34: Demographic profile of DIY shoppers (%), 2015
Figure 35: Overall online satisfaction score by retail sector (%), March 2015
Figure 36: Difference in satisfaction between online DIY and gardening and all online sectors (%), March 2015
Figure 37: DIY channel typically used by age group (%), 2015

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